It’s a whole new look for this 166-year-old Fortune 500 company. Massachusetts Mutual Life Insurance Company (MassMutual) has unveiled a newly refreshed brand and new dotted logo — including new multi-channel advertising campaign and dramatically revamped website — that is intended to represent the community of people that Mass Mutual is helping to connect. Strategy and creative is by Johannes Leonardo, with visual identity by The Working Assembly.
“Much has changed in the past decade — we live our lives differently, connecting on social media and depending on each other at all stages of life,” said Jennifer Halloran, MassMutual head of Brand and Advertising. “As we took a close look at the key attributes that distinguish us from our competitors, we saw this as not only an opportunity to communicate who we are, but to also help more Americans with holistic financial solutions at a time they need the help the most.”
Mass Mutual officials explain that the core of the refresh is this: American expectations about interdependence continue to evolve. Nearly one-third of young adults 18-34 now live at home with their parents, and only one-third of baby boomers are confident they will have enough money to last through their retirement. Add to this that Gen Xers may be taking care of both parents and children, and it’s clear that Americans are turning to their loved ones for support throughout their lives. The need for holistic financial solutions in rapidly growing and underserved communities is also very apparent, with Millennials, the middle class and Latinos in particular need of advice.